(A customer walks into the store, explaining ‘Elf on the Shelf’ to her sister. It is a toy resembling one of Santa’s elves, who sits on a shelf in a child’s room.)

Customer: “You tell the kids he’s watching them. At night, he flies back to the North Pole to tell Santa if they’re being good. Then you put him someplace else, like he moved while they were sleeping.”

(The customer sees that we have the plush stuffed elf.)

Customer: “This is the one they can take to bed. You can’t touch the other one or he loses his magic and can’t fly to the North Pole anymore.”

Customer’s Sister: “How can you move him around if you can’t touch him?”